Este trabalho aborda a estretégia de retenção de clientes por meio da prática do marketing de relacionamento no contexto do varejo e serviços de uma concessionária de veículos. Mais especificamente, a Passion Automóveis Ltda., concessionária da marca Peugeot, para as cidades de Bento Gonçalves/RS e Caxias do Sul/RS. O modelo teórico proposto por Sirdeshmukh, Singh e Sabol (2002) e suas respectivas hipóteses é utilizado para verificar o entendimento das práticas e comportamentos confiáveis percebidos nos prestadores de serviços e que constroem ou exaurem a confiança do consumidor e os mecanismos para converter a confiança do consumidor em termos de valor e lealdade em trocas relacionais. Para tanto, utilizou-se de uma amostra estratificada da população de pesquisa que totalizou 235 respondentes, e os dados foram coletados através de três formas de pesquisas: (i) entrevista por telefone assistida por computador; (ii) survey por correspondência; e (iii) survey eletrônica. O modelo utilizado (i) apresenta uma conceituação multidimensional para a construção de confiança; (ii) incorpora duas facetas distintas de confiança do consumidor, ou seja, os funcionários da linha de frente e as políticas e práticas gerenciais; e (iii) especifica o valor como um mediador entre a confiança e a lealdade nos relacionamentos. Os dados foram avaliados através da análise de estatística multivariada de dados, utilizando a técnica de Modelagem de Equações Estruturais, e os resultados apóiam uma visão tri-dimensional das avaliações da confiança ao longo da competência operacional, da benevolência operacional e da orientação para solução de problemas. Além disso, foi encontrado evidências de contingente relações assimétricas entre as dimensões de confiabilidade na confiança dos consumidores. Para as políticas e práticas gerenciais, benevolentes práticas demonstraram um efeito de "negatividade" dominante (isto é, uma unidade de desempenho negativa tem um efeito mais forte do que uma unidade de desempenho positivo), para o pessoal de linha de frente, comportamentos orientados para solução de problemas do consumidor demonstraram um efeito de "positividade" dominante. O valor teve suporte estatístico para mediar parcialmente às facetas da confiança e a lealdade do consumidor. A faceta da confiança no pessoa de linha de frente teve um papel crítico em relação à faceta da confiança nas políticas e práticas gerenciais na lealdade do consumidor, evidenciando a confiança como unidimensional como antecedente da lealdade. / Submitted by Marcelo Teixeira (mvteixeira@ucs.br) on 2014-06-03T17:39:03Z No. of bitstreams: 1 Dissertacao Lasier Gorziza de Souza.pdf: 3156048 bytes, checksum: 396c12085f2317907ff40f8a7b582f2d (MD5) / Made available in DSpace on 2014-06-03T17:39:03Z (GMT). No. of bitstreams: 1 Dissertacao Lasier Gorziza de Souza.pdf: 3156048 bytes, checksum: 396c12085f2317907ff40f8a7b582f2d (MD5) / This work discusses the strategy of customer retention through the practice of relationship marketing in the context of retail services at the car dealership. More specifically, the Passion Automóveis Ltda., Peugeot concessionaire for the cities of Bento Gonçalves/RS and Caxias do Sul/RS. The proposed framework by Sirdeshmukh, Singh and Sabol (2002) and their assumptions are used to check the understanding of practices and behaviors perceived to reliable service and that build or deplete consumer trust and the mechanisms to convert trust consumer in terms of value and loyalty in relational exchanges. To this end, we used a stratified sample of the population reserach which totaled 235 respondents, and data were collected from three types of searches: (i) telephone interview, computer-assisted, (ii) a survey by mail, and (iii) electronic survey. The model used (i) uses a multidimensional conceptualization for the trustworthiness construct; (ii) incorporates two distinct facets of consumer trust, namely, frontline employees and management policies and practices; and (iii) specifies value as a key mediator of the trust-loyalty relationship. The data were evaluated by analysis of multivariate data, using the technique of Structural Equation Modeling, and the results support a tripartide view of trustworthiness evaluations along operational competence, operational benevolence, and problem-solving orientation dimensions. Moreover, these works find evidence of contingent asymmetric relationship between trustworthiness dimension and consumer trust. For management policies and practices, benevolent behaviors demonstrate a dominant "negativity" effect (i.e., a unit negative performance has a stronger effect than a unit positive performance), for front-line employees, behavior oriented for problem-solving consumer demonstrated an effect of "positive" ruling. The value have statistical support to partially mediate the facets of trust in on consumer loyalty. The aspect of confidence in the personal front line played a critical role in relation to the aspect of trust policies and management practices in loyalty, showing the trust as one-dimensional as an antecedent of loyalty.

體驗行銷最早於1999年被Schmitt學者所提出，其概念為透過體驗媒介與策略體驗模組的相互搭配，創造出不同的體驗，使消費者能感同身受，進而創造美好的回憶並改變其態度與行為。根據過去文獻指出，不同的體驗將會產生不同的體驗價值，進而影響滿意度與忠誠度，此外，涉入程度亦為影響體驗價值產生之因素之一。因此，本研究以體驗行銷的角度出發，欲探討體驗行銷、涉入程度、體驗價值、滿意度與忠誠度五大構面之間的關係與影響程度。 　　以往探討表演藝術體驗行銷之研究，多以被動聆賞式的表演型態為例，而國家交響樂團(NSO)於 2017 年 1 月 1 日所舉辦之《NSO 840人鋼琴馬拉松音樂會》，為主動參與式的體驗，其特色為參與者可同時扮演觀眾與表演者之角色。由於針對主動參與式的表演藝術體驗活動之研究較少，因此，本研究以《NSO 840 人鋼琴馬拉松音樂會》為例，探討顧客參與藝文活動的體驗對於整體態度的影響路徑，以補足過去主動參與式之藝文活動實證研究的不足，同時對未來藝文活動之主辦單位給予行銷策略之參考建議。 　　本研究採用問卷調查法進行樣本蒐集與分析，結果發現，體驗行銷中的「感官情感體驗」對於體驗價值與滿意度之提升最具顯著效果，並且能透過體驗價值的部分中介效果，影響滿意度。此外，參與者的涉入程度會透過體驗價值的部分中介效果，進而影響滿意度，而滿意度對忠誠度有顯著的正向影響。因此，建議藝文活動之主辦單位可透過整體舞台佈置的美觀性與活動路線舒適感的改善、活動趣味性的提升，以及提高參與者的涉入程度，來增進其顧客滿意，進而達到忠誠度提升之最終目的。 / The term” Experiential Marketing” was firstly developed from Schmitt’s study in 1999. As experience itself can happen in any industry or any stage of purchasing, it is important to understand the process of how customer creates value through different types of experience and how the experience influences the customers’ attitude and behavior. Previous studies also indicated that customer involvement may be another factor to influence the creation of experiential value.Therefore, this study attempts to analyze the relationship between experiential marketing, customer involvement, experiential value, customer satisfaction and customer loyalty. 　　The previous studies of experiential marketing in performing arts usually applied to passively-participating audience who only “watch” the performance without interacting with the performers. This paper takes ”NSO Piano Marathon Concert for 840 Players”, which features customers’ positively participating as being both the audience and the performers in the same activity, as a study case , trying to compliment the lack of empirical research in this type of experiential marketing. 　　The study adopts the questionnaire survey method. The results of the analysis show that “Sensory and Emotive experience” has the most significant influence on experiential value and will indirectly influence customer satisfaction through the partial mediating effect by experiential value. Customer involvement will indirectly influence customer satisfaction through the partial mediating effect by experiential value. Customer satisfaction has a positive influence on customer loyalty. Therefore, the study suggests that the activity host put more attention to enhance the Sensory and Emotive experience by improving the attraction of stage layout, the whole traffic flow and the entertainment of activity. Meanwhile, enhancing the participants’ involvement will help increase the customer satisfaction as well.

Este trabalho aborda a estretégia de retenção de clientes por meio da prática do marketing de relacionamento no contexto do varejo e serviços de uma concessionária de veículos. Mais especificamente, a Passion Automóveis Ltda., concessionária da marca Peugeot, para as cidades de Bento Gonçalves/RS e Caxias do Sul/RS. O modelo teórico proposto por Sirdeshmukh, Singh e Sabol (2002) e suas respectivas hipóteses é utilizado para verificar o entendimento das práticas e comportamentos confiáveis percebidos nos prestadores de serviços e que constroem ou exaurem a confiança do consumidor e os mecanismos para converter a confiança do consumidor em termos de valor e lealdade em trocas relacionais. Para tanto, utilizou-se de uma amostra estratificada da população de pesquisa que totalizou 235 respondentes, e os dados foram coletados através de três formas de pesquisas: (i) entrevista por telefone assistida por computador; (ii) survey por correspondência; e (iii) survey eletrônica. O modelo utilizado (i) apresenta uma conceituação multidimensional para a construção de confiança; (ii) incorpora duas facetas distintas de confiança do consumidor, ou seja, os funcionários da linha de frente e as políticas e práticas gerenciais; e (iii) especifica o valor como um mediador entre a confiança e a lealdade nos relacionamentos. Os dados foram avaliados através da análise de estatística multivariada de dados, utilizando a técnica de Modelagem de Equações Estruturais, e os resultados apóiam uma visão tri-dimensional das avaliações da confiança ao longo da competência operacional, da benevolência operacional e da orientação para solução de problemas. Além disso, foi encontrado evidências de contingente relações assimétricas entre as dimensões de confiabilidade na confiança dos consumidores. Para as políticas e práticas gerenciais, benevolentes práticas demonstraram um efeito de "negatividade" dominante (isto é, uma unidade de desempenho negativa tem um efeito mais forte do que uma unidade de desempenho positivo), para o pessoal de linha de frente, comportamentos orientados para solução de problemas do consumidor demonstraram um efeito de "positividade" dominante. O valor teve suporte estatístico para mediar parcialmente às facetas da confiança e a lealdade do consumidor. A faceta da confiança no pessoa de linha de frente teve um papel crítico em relação à faceta da confiança nas políticas e práticas gerenciais na lealdade do consumidor, evidenciando a confiança como unidimensional como antecedente da lealdade. / This work discusses the strategy of customer retention through the practice of relationship marketing in the context of retail services at the car dealership. More specifically, the Passion Automóveis Ltda., Peugeot concessionaire for the cities of Bento Gonçalves/RS and Caxias do Sul/RS. The proposed framework by Sirdeshmukh, Singh and Sabol (2002) and their assumptions are used to check the understanding of practices and behaviors perceived to reliable service and that build or deplete consumer trust and the mechanisms to convert trust consumer in terms of value and loyalty in relational exchanges. To this end, we used a stratified sample of the population reserach which totaled 235 respondents, and data were collected from three types of searches: (i) telephone interview, computer-assisted, (ii) a survey by mail, and (iii) electronic survey. The model used (i) uses a multidimensional conceptualization for the trustworthiness construct; (ii) incorporates two distinct facets of consumer trust, namely, frontline employees and management policies and practices; and (iii) specifies value as a key mediator of the trust-loyalty relationship. The data were evaluated by analysis of multivariate data, using the technique of Structural Equation Modeling, and the results support a tripartide view of trustworthiness evaluations along operational competence, operational benevolence, and problem-solving orientation dimensions. Moreover, these works find evidence of contingent asymmetric relationship between trustworthiness dimension and consumer trust. For management policies and practices, benevolent behaviors demonstrate a dominant "negativity" effect (i.e., a unit negative performance has a stronger effect than a unit positive performance), for front-line employees, behavior oriented for problem-solving consumer demonstrated an effect of "positive" ruling. The value have statistical support to partially mediate the facets of trust in on consumer loyalty. The aspect of confidence in the personal front line played a critical role in relation to the aspect of trust policies and management practices in loyalty, showing the trust as one-dimensional as an antecedent of loyalty.

This thesis was a research and analysis of the levels of different customer satisfaction standards in the family construction company. The analysis involved conducting internal and external environment assessments of the company. The data collected on customer satisfaction from clients was carried out by using a qualitative questionnaire method. This study provided the host family construction company with recommendations on how to develop the customer satisfaction standards, which in turn will improve their market position.

This thesis focuses on the theoretical definition and description of issues related to customer satisfaction and loyalty, and also affects the appearance and behavior of the company's overall customer satisfaction. It also defines the basic methods and techniques of marketing environment analysis firm principles and a questionnaire survey. Theoretical knowledge is applied to specific manufacturing company, described the current situation, and including basic analysis of external and internal environment, concluded with a summary SWOT analysis. Based on a questionnaire survey found customer satisfaction, the company unveiled a wish and shortcomings perceived by customers. Use these outputs are set concrete proposals leading to a better company image and increase customer satisfaction.

This Master's thesis deals with analyses of customer satisfaction and loyalty to the GiTy, a.s. company. The theoretical part of the thesis explains problems of customer satisfaction and loyalty and their measurement. Furthermore, it deals with marketing research, with a focus on questionnaire-based data acquisition. The practical part of the thesis includes the company presentation, survey design and methodology of the data analysis. This part also describes the continuous customer satisfaction measuring system of the company. The implementation of this measuring system was the aim of this thesis.

No description available.

Syftet med uppsatsen är att utifrån intern strategi och anställdas uppfattning undersöka hur ett varuhus ​inom High-End-segmentet arbetar med att differentiera sitt fysiska erbjudande. Vidare syftar uppsatsen till att undersöka huruvida detta skulle kunna vara ett sätt att bemöta den ökade konkurrensen från E-handeln.  De teorier som har legat till grund för studiens analysmodell är teorin om The Five Products Levels samt immateriella värdens kompletterande effekten på differentieringen av ett erbjudande.  Studien baseras på primär- och sekundärdata av Nordiska Kompaniet (NK). Kvalitativ primärdata erhölls från semistrukturerade intervjuer med personer i strategisk position på NK och anställda i varuhuset. Respondenterna valdes utifrån ett strategiskt urval. Sekundärdata från externa källor användes som komplement.  ​Studien visar att NK har möjlighet att konkurrera med E-handeln med ett fysisk erbjudande, genom en unik upplevelse som sträcker sig utanför köpögonblicket. NK kan konkurrera genom att positionera sig inom områden som E-handeln behärskar sämre. Områden som E-handeln i dagsläget ej anses behärska på grund av dess svårigheter att bygga starka kundrelationer samt endast digital närvaro där fysiska upplevelser går förlorade. / The purpose of the thesis is to, based on internal strategy and the employees' perception, investigate how a department store within the High-End segment works to differentiate its physical offering. Furthermore, the thesis aims to investigate whether this could be a response to the increased competition from E-commerce.  The theories that have formed the basis of the study's model of analysis are the theory of The Five Products Levels and the complementary effect of intangible values on the differentiation of an offer.  The study is based on primary and secondary data of Nordiska Kompaniet (NK). Qualitative primary data was obtained from semi-structured interviews with people in strategic positions at NK and department store staff. The respondents were selected based on a strategic selection. Secondary data from external sources were used as a complement.  The study shows that NK has the opportunity to compete with E-commerce with a physical offer, through a unique experience that extends beyond the moment of purchase. NK can compete by positioning itself in areas that E-commerce masters less. Areas that E-commerce currently does not master due to its difficulties in building strong customer relationships and only digital presence where physical experiences are lost.

Denna studie undersöker kommunikationsstrategier hos tre online multibrand retailers (Matches Fashion, Moda Operandi och Mytheresa) verksamma inom lyxsegmentet i modeindustrin under en global pandemi. Krisen har påverkat modeindustrin omfattande och bidragit till ekonomisk instabilitet. Modeindustrin är vidare extra utsatt då den består av globala försörjningskedjor. Givet krisen blir en lojal kundbas för företag viktig för att upprätthålla lönsamheten. Detta med anledning av av den höga kostnaden som förvärv av nya kunder innebär, vilket blir särskilt kritiskt under en lågkonjunktur. Forskningsfrågorna vilka studien ämnar besvara är (i) Hur förändras företags kommunikation till kund under en kris? och (ii) Hur försöker företag upprätthålla kundlojalitet med hjälp av kommunikationsstrategier under en kris? De tre företagens kriskommunikation som återfinns i deras nyhetsbrev analyserades genom att använda det teoretiska ramverket: Situational Crisis Communication Theory (SCCT), utformat av Coombs (2007). En kvalitativ innehållsanalys genomfördes med hjälp av ett strukturerat observationsschema på urvalet om 432 nyhetsbrev. I enlighet med SCCT-teorin (Coombs 2007) påvisade resultatet att de strategier för utformning av kriskommunikation som var mest förekommande antingen var att förminska eller kompensera för krisen. Vidare kunde det utläsas från resultatet att företag genom kommunikationsstrategier försökte upprätthålla kundlojalitet med hjälp av rabattkoder, realisationer, kundservice samt redaktionellt innehåll, vilka är kategorier som framkommit ur operationalisering av kundlojalitet. / This bachelor thesis explores communication strategies of three online multi brand retailers in the luxury segment in the fashion industry; Matches Fashion, Moda Operandi and Mytheresa, during an external crisis, generated by a pandemic disease. Thus leaving the global fashion industry and supply chains with severe repercussions, contributing to a fragile financial environment for companies. Hence, retaining loyal customers is vital for sustaining profitability due to the high cost of acquiring new customers, which becomes critical during an economic recession. The research questions being examined are (i) how companies’ communication towards their customers changes during a crisis and (ii) how they try to maintain customer loyalty through communication strategies during the crisis. By using the theoretical framework Situational Crisis Communication Theory (SCCT), presented by Coombs (2007), each company’s communication through their newsletters was evaluated and analyzed. A qualitative content analysis was conducted on a sample of 432 newsletters using a structured observation schedule with predetermined categories. In accordance with the SCCT-theory (Coombs 2007), the findings showed that the most common strategies for crisis communication were to either diminish or rebuild. Attempts to maintain customer loyalty were communicated through discount codes, sales periods, customer service and editorial content which are categories generated from the operationalization. The thesis is written in Swedish.

Under Covid-19-pandemin har svenska storbanker tvingats digitalisera en stor del av sina verksamheter, för att klara av kundernas förändrade behov. I denna studie undersöks hur svenska storbanker har förändrat sina kundorienterade processer under pandemin. Fokus har lagts på hur bankerna har arbetat för att behålla kundlojaliteten digitalt. En kvalitativ fallstudie på Sveriges storbanker har genomförts för att få ett djupgående svar på hur deras kundhanteringsprocesser för att upprätthålla kundlojalitet har förändrats, till följd den påskyndande digitaliseringen under pandemin. Utifrån resultatet har Handelsbanken, SEB och Swedbank framför allt anpassat och utvecklat sina erbjudanden till kundernas förändrade behov, där ett stort fokus har legat på att ge personlig digital service, för att inte tappa relationen med kunderna. Anpassningar som skett inom bankerna är nya sätt för kommunikation till kunderna, användning av nya digitala plattformar och interna omställningar. / During the Covid-19 pandemic, Swedish banks have been forced to digitize parts of their organizations, to manage the customers' changed needs. This study examines how major Swedish banks have changed their customer-oriented processes during the pandemic. The focus in the study is on how the banks have worked to maintain customer loyalty digitally. A qualitative case study at major Swedish banks has been conducted to get an in-depth answer to how their customer-oriented processes to maintain customer loyalty have changed as a result of the accelerating digitalization during the pandemic. Based on the results, Handelsbanken, SEB and Swedbank have all adapted and developed their offerings to their customers' changing needs, where a major focus at the banks has been on providing personal digital service in order not to lose the relationship with their customers. Adjustments that have taken place within the banks, are new ways of communicating to customers, the use of new digital platforms and internal changes.